Millions of people are using social media networks to keep in touch with their friends. Increasingly this encompasses mobile phones as well as PCs, so that there is no location restriction on the interaction. Comments can range from the mundane: “My train is late – I’m bored,” to the helpful: “Avoid the High Street – it’s gridlocked,” to the recommendation: “Great NZ Sauvignon Blanc at the Watershed.”

Amazon has shown the power of user reviews and personal recommendations on customer choice. This power will quickly expand to businesses which embrace the potential of rapidly developing technology. It will have the potential to deepen loyalty, get the friends of a loyal customer on board, and make offers that are context specific and can be immediately taken up. These could have a significant effect on revenue. They could also generate a wealth of valuable consumer data which can be further used to target interested (and amenable) consumers. Consumers may be willing to share location information if they receive something of value in return.

Now the possibilities of Location Based Marketing (LBM) based on smartphones are being extended, as a result of Near Field Communications (NFC). Social interaction and the availability of local offers can be extended to physical interaction with the local environment, and paying. These are new tools – check in, voucher, like, review, recommend, pay – all with the same device. Marketers will need to apply their creative talents to applying these tools innovatively, capitalising on the social interaction that lies at the heart of LBM. For instance, campaigns could tie in with interactive packaging and Point of Sale promotions.

A new white paper, written in collaboration with Near Field Solutions, explores these possibilities:

Introduction

What is the Current State of Location Based Marketing?

What is NFC?

How can NFC enhance Location Based Marketing?

Pros and Cons

How to Start

About the Authors

These services and technologies could apply equally to large organisations or Small and Medium Sized Enterprises (SMEs). There is a white paper available here

Fenbrook Consulting advises businesses about the commercial opportunities and technical requirements of Near Field Communications